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Brand & Website
Shay Rowbottom: Branding & Launching the Website for a Forbes #1 LinkedIn Influencer
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DigiFlav Editorial Team
Digiflav Case Studies
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Published Oct 13, 2026
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Updated Oct 13, 2026
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Read time 11 min
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Live at shayrowbottom.com
When a brand has already outgrown its own website, a redesign isn’t a creative exercise — it’s an alignment problem. Shay Rowbottom came to DigiFlav with a bigger challenge than most of our clients: her reputation on LinkedIn had generated $50M+ in revenue for her community, Forbes had ranked her the #1 LinkedIn Influencer of 2020, and yet her digital home didn’t reflect any of that weight.
This case study walks through the identity system and website we built for her — the brief, the choices, and the outcomes. It’s a project we’re proud of, and one we think illustrates how DigiFlav approaches brand-led web work for creators and personal brands.
About the Client
Shay Rowbottom is a Forbes-ranked LinkedIn influencer and personal brand strategist. Since 2019, she has been — in her own words — “turning professionals into bloggers.” Her audience is more than 600,000 strong across LinkedIn and adjacent channels, and her content strategies have shaped the online presence of founders, executives, and solo operators across the US and Europe.
Her business today runs in four layers:
Profile Makeover — a done-for-you overhaul for executives and founders.
Enterprise Community — a paid group with resources, templates, and live sessions.
Quick-Start Kit — a $27 course for new creators getting on LinkedIn.
Private Coaching — one-on-one 60-minute sessions booked directly through her site.
Each product serves a different stage of the same journey: a professional learning to speak publicly and build a personal brand. The site needed to carry all four without feeling like a storefront.
The Challenge
Before this engagement, Shay’s digital presence was fragmented. A Shopify storefront handled some things. A Samcart funnel sold her flagship course. Stripe collected private coaching payments. GoHighLevel ran her lead forms. The pieces worked individually, but together they weren’t telling a story. A visitor arriving from a viral LinkedIn post didn’t land on something that matched the voice they came for.
The brief
Build a brand identity and website that look like Shay actually looks on video, sell the Profile Makeover without a sales call, and ship fast enough that she can launch the next course without rebuilding anything.
Specifically, the problems we had to solve were:
No visual identity system. Logo, type, and color were inconsistent across every touchpoint — her site, course, community, decks, and even her LinkedIn graphics.
Dead-end conversions. Visitors landed on the home page and left without clear routes into her four paid offers.
Fragmented tech. Shopify, Samcart, Stripe, and GHL weren’t stitched into a story the visitor could follow.
No social proof surface. Hundreds of client wins — DMs, screenshots, LinkedIn stat jumps — were sitting in Shay’s camera roll instead of on her website.
Our Approach
We structured the engagement as a 10-week sprint split into four phases. Each phase ended with a signed-off deliverable so Shay could continue posting and selling while we built.
Phase
What We Did
Deliverable
01. Discover
Founder session, audience interviews, audit of her top-50 LinkedIn posts, competitive scan across other creator sites.
Discovery doc + voice patterns
02. Identify
Logo system, palette, typography, motion principles, voice guidelines, one-page brand board.
Brand identity system
03. Design
High-fidelity Figma for home, Profile Makeover, Community, Appearances, About, Testimonials — mobile-first, reviewed weekly.
Six finalized page designs
04. Deploy
Custom Shopify 2.0 theme, integrations with Samcart, Stripe, JourneyArchitect, QA, speed pass, CMS training.
Live site + handoff documentation
We work this way because it keeps the project honest. If something slips, we know exactly which phase it slipped in — and our clients always know what’s being signed off before the next phase starts.
Brand Identity System
The identity had to work in two places at once: on a LinkedIn profile picture at 400 × 400 pixels, and across a 1920-pixel hero banner. We built it in that order — profile picture first, then everything else scaled up from there.
Logo & Monogram
We built Shay a two-mark system — a full wordmark for the website header and email signatures, and a compact SR monogram for her profile picture, favicon, and merch. The monogram was drawn to stay legible down to 16px, with weight distribution that reads cleanly against both light and dark backgrounds.
Color Palette
Her brand had to photograph as well as it designed. We chose a clean, confident DigiFlav palette anchored by signal green — distinctive, accessible, and consistent across every case study touchpoint.
Ink#111111
White#FFFFFF
Signal Green#00C078
Soft Surface#F7F6F2
Deep Ink#1A1A1A
Typography
The case study uses Poppins across headings, body copy, UI, and buttons for one consistent DigiFlav reading experience. The approved left table of contents uses Inter for compact navigation clarity.
Website Design & UX
We designed the site to read like Shay’s LinkedIn feed — scroll-first, proof-dense, and structured so every section earns the next one. The visitor is never more than one scroll away from a path into a paid offer, but they’re never pushed either.
About section — portrait-forward layout, authority stats pulled right below the hero.
Key UX Decisions
Keyword marquee. A looping band of Shay’s own identity words pulls the eye down the fold without a hard CTA — a nod to how she actually talks about herself on LinkedIn.
Message wall. Real client DMs rendered as a scroll-through social feed. No stock photography, no fabricated testimonials — the actual names, faces, and language used.
Three paid lanes. Profile Makeover, Enterprise Community, and Quick-Start Kit each got their own routing from the home page, each with a dedicated page sized to its buying context.
Mobile-first. Over 70% of her traffic arrives on mobile. Every section was designed in a 390-pixel frame first, then scaled up.
Enterprise Community section — one of three paid lanes routed from the home page.
Technology & Development
Shay was already running Shopify for her storefront and Samcart for her flagship course. Rebuilding either would have burned budget and broken checkout flows that were already earning. We chose to build on what was earning rather than start from zero.
Stack
Front-end: Custom Shopify 2.0 theme written in Liquid + modern vanilla JavaScript. No page builders, no bloat. The site ships under 100KB of CSS.
Course: Samcart embedded funnel for the Quick-Start Kit.
Coaching: Stripe hosted checkout for private 60-minute sessions.
Forms: JourneyArchitect widgets for lead capture across pages.
Analytics: GA4 + Meta Pixel, dashboarded for Shay.
CMS: Shopify blog model for the Testimonials wall, so new client wins publish automatically.
Everything is modular. If Shay needs to launch a new course, open a new paid lane, or add a sponsor to the Appearances page, she doesn’t need to call us — the sections rearrange from the Shopify editor.
DigiFlav built the website I’d been trying to describe for three years. It reads the way I write, converts the way I close, and I can keep posting while they ship.
Shay RowbottomForbes #1 LinkedIn Influencer · Founder, Shay Rowbottom Inc.
Results & Impact
We measure case studies on both the quantitative wins (what the numbers show) and the qualitative ones (what the client’s day-to-day changed). Here’s where the project landed on both.
Quantitative
Follower growth
Average LinkedIn follower growth reported by community members since launch.
Profile views
Average increase in LinkedIn profile views for her Profile Makeover clients.
Revenue
Attributable revenue generated by professionals using Shay’s method.
Paid lanes
Consolidated into a single branded buyer path, from one unified home page.
Qualitative
Shay now sends every podcast appearance and press feature to one website that holds her story end-to-end.
Profile Makeover inquiries convert without a sales call — the page does the work.
The Testimonials blog updates on its own as new client wins come in, so social proof compounds without manual work.
The site loads in under one second on 4G across the top five pages.
Deliverables Overview
Here’s the full list of what Shay walked away with at the end of the 10-week engagement:
Brand board — logo system, color, typography, voice guidelines on a single-page reference.
Website design — six high-fidelity Figma pages with design tokens, mobile-first.
Custom Shopify 2.0 theme — hand-coded Liquid, modular editable sections.
Integrations — Samcart, Stripe, and JourneyArchitect wired end-to-end.
Social proof system — two-tier testimonial surface, anchors on home + auto-publishing blog.
Launch kit — favicons, OG images, sitemap, GA4 and Meta pixel setup, 301 redirect map.
Training — two Loom walkthroughs covering sections, blog posts, and products.
30-day aftercare — post-launch support covering bug fixes, copy tweaks, and speed checks.
Key Takeaways
For agencies or founders looking at a similar project, the three lessons we’d pass on from this engagement are these:
Voice is the first design decision. We rewrote the entire site using transcripts of Shay’s top-performing LinkedIn posts as the source material. The site sounds like her because we started with her language.
Build on what’s already earning. Shopify was already paid for and already working with her Samcart funnel. We respected that infrastructure instead of forcing a replatform.
Social proof needs a system, not a section. Testimonials go stale fast. We built an auto-publishing blog so new wins land on the site without touching code.
If you’re sitting in a similar spot — a brand that’s bigger than its site, a creator with proof scattered across platforms, a founder who sells well on video and badly in writing — this is the kind of engagement we specialize in. One conversation is all it takes to see if it’s a fit.
D
DigiFlav Editorial Team
Digiflav Web
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